What's it about?

We naturally communicate from the outside-in, we go from the clearest thing to the fuzziest thing. We tell people WHAT we do, we tell them HOW we’re different or special and then we expect a behavior like a purchase, a vote or support. The problem is that WHAT and HOW do not inspire action. Facts and figures make rational sense, but we don’t make decisions purely based on facts and figures. Starting with What is what commodities do. Starting with Why is what leaders do.

Who made it?

Simon O. Sinek

Simon O. Sinek is an author best known for popularizing the concept of "the golden circle" and to "Start With Why", described by TED as "a simple but powerful model for inspirational leadership all starting with a golden circle and the question "Why?"'. He joined the RAND Corporation in 2010 as an adjunct staff member, where he advises on matters of military innovation and planning. His first TEDx Talk on "How Great Leaders Inspire Action" is the 3rd most viewed video on TED.com. His 2009 book on the same subject, Start With Why: How Great Leaders Inspire Everyone to Take Action (2009) delves into what he says is a naturally occurring pattern, grounded in the biology of human decision-making, that explains why we are inspired by some people, leaders, messages and organizations over others.